Get all hot and buttered with Eau de Toast - the scent to drive your other half crazy

Get all hot and buttered with Eau de Toast - the scent to drive your other half crazy

New fragrance marks London Fashion Week and challenges skinny models to eat more bread

Published 13th September 2013

New hot buttered toast scent will make you melt [PH]

RAISE a toast to ditching carb-free diets and celebrate good old bread with a whiff of Eau de Toast.

The new fragrance has been created by the Federation of Bakers, to remind women who skip breakfast and avoid bread just what they're missing.

“Models sashaying down the catwalk over London Fashion Week will have the option to wear some of this hot toast couture”

And models sashaying down the catwalk over London Fashion Week will have the option to wear some of this hot toast couture themselves.

The perfume was sent to some fashionistas in attendance, with members of the public able to order the fragrance online.

It was created as part of the Federation’s Slice of Life campaign, which promotes bread in daily life.

"We wanted to find a way to reach young women and talk to them about breakfast and the benefits of eating sliced bread without lecturing them," said Gordon Polson of the Federation of Bakers.

"Eau de Toast lets us do this in a fun way while making a point about diet and how to get the best start to the day."

Nutritionist Amanda Ursell is also supporting the campaign, and wants to encourage more people to bring back bread into their diets.

"Bread is an important part of a healthy balanced diet – not only is it low in calories but what people often don’t realise is that it’s packed full of good stuff too," she said.

"Average consumption of about two slices provides at least 10% of an adult’s daily allowance of calcium, zinc, magnesium, protein and B vitamins. “Most people think ‘bread equals carbs’ and in reality the common myths that carbohydrates and bread lead to weight gain simply don’t stand up.

Butter up your other half with hot new scent

"In fact, in recent years we’ve seen the levels of bread consumption falling, whilst obesity figures have been steadily on the increase.

"As a nutritionist it’s great to see the Federation of Bakers supporting this initiative to bust these bread myths and raise awareness about the benefits of bread."

Eau de Toast is available now in a limited run of 100 bottles

The Federation of Bakers commissioned The Aroma Company to produce the scent, which has been developed using yeast top notes with a hint of caramel combined with complementary bittersweet and malty base notes to help give the overall impression of freshly toasted bread.